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Critical review of the e-loyalty literature: a purchase-centred framework

Valvi, AC; Fragkos, KC; (2012) Critical review of the e-loyalty literature: a purchase-centred framework. Electronic Commerce Research , 12 (3) pp. 331-378. 10.1007/s10660-012-9097-5. Green open access

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Abstract

Over the last few years, the concept of online loyalty has been examined extensively in the literature, and it remains a topic of constant inquiry for both academics and marketing managers. The tremendous development of the Internet for both marketing and e-commerce settings, in conjunction with the growing desire of consumers to purchase online, has promoted two main outcomes: (a) increasing numbers of Business-to-Customer companies running businesses online and (b) the development of a variety of different e-loyalty research models. However, current research lacks a systematic review of the literature that provides a general conceptual framework on e-loyalty, which would help managers understand their customers better, take advantage of industry-related factors, and improve their service quality. The present study is an attempt to critically synthesize results from multiple empirical studies on e-loyalty. Our findings illustrate that 62 instruments for measuring e-loyalty–with two or more items—are currently in use, influenced predominantly by Zeithaml et al. (J. Marketing 60(2):31–46, 1996) and Oliver (Satisfaction: a behavioral perspective on the consumer. New York: McGraw Hill, 1997). Additionally, we propose a new general conceptual framework, which leads to e-loyalty dividing antecedents into prepurchase, during-purchase and after-purchase factors, based on the act of purchase. To conclude, a number of managerial implementations are suggested in order to help marketing managers increase their customers’ e-loyalty by making crucial changes in each purchase stage.

Type: Article
Title: Critical review of the e-loyalty literature: a purchase-centred framework
Open access status: An open access version is available from UCL Discovery
DOI: 10.1007/s10660-012-9097-5
Publisher version: http://dx.doi.org/10.1007/s10660-012-9097-5
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: e-loyalty, e-satisfaction, e-trust, customer behaviour, e-commerce, critical review, framework
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Medical Sciences > Div of Medicine
URI: https://discovery.ucl.ac.uk/id/eprint/10129745
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